MOVING away from the past practice of launching channels in India after they have become well-established abroad, Discovery Networks International, the international division of Discovery Communications, has decided to launch a travel and lifestyle channel in India first.

According to the company, the launch of Discovery Travel and Living in India in October this year will be followed by launches of similar channels in Asia, Europe and Latin America in 2005. The channel will offer international lifestyle programming that will expand Discovery's programming menu beyond factual entertainment to a new genre. It will cover travel, health and fitness, cuisine, automotive, home décor and entertaining and will be tailored to Indian needs. The channel will have a substantial amount of programming designed to appeal to Indian viewers.

Mr Deepak Shourie, Executive Vice-President and Managing Director, Discovery Networks India, said that lifestyle programming is set to be the next big trend on Indian television. "Increasing consumer spends on lifestyle products and rising disposable incomes are clear signs of the times," he added.